What is the ERND framework?

ERND is the four-discipline framework behind Earned. — Expertise, Reputation, Narrative, and Distinction — each with its own menu of services, for leaders and organizations built to endure.

What services does Earned. provide?

Earned. provides brand strategy and architecture, strategic narrative, crisis and reputation management, earned media and audience strategy, executive communications, and organizational storytelling for leaders and organizations.

Earned. was founded by Kelly McCurdy, a brand architect and C-suite counselor with more than 20 years of experience building award-winning brand platforms, communications strategies, and fundraising campaigns.

Where is Earned. located?

Earned. is based in Philadelphia, PA, with engagements across the Boston-NYC-DC corridor and beyond.

Strategic Communications & Brand Advisory

Earn what matters.

Brand, narrative, strategy, communications, and reputation. The work behind earning the visibility and trust a mission depends on.

Book a discovery call hello@earned.group

Trust is Earned.

Reputation is Earned.

Leadership is Earned.

Loyalty is Earned.

Influence is Earned.

Who we are

Everything worth having is earned.

Earned. is a strategic communications and brand advisory firm. We help leaders earn the visibility, trust, and reputation that can't be bought on a media plan.

Those are built over time, with a clear story and the work behind it. Earned. is the strategic partner for leaders ready to do that work.

What we do

Four disciplines. One clear menu.

We work across four disciplines: expertise, reputation, narrative, and distinction. Each is a clear set of services you can take on its own, or combine.

Expertise

The authority you've built, put to work through owned content and a presence that earns visibility with the people who matter.

Thought leadership · Owned content & presence · Executive visibility · Bylines & POV

Reputation

The trust that earns coverage you can't buy, and protects you when something goes wrong.

Reputation strategy · Earned media & press relations · Crisis & issues management · Media training

Narrative

A clear brand story, position, and message that holds together for every audience.

Brand strategy & architecture · Positioning & messaging · Naming & identity · Corporate & founding narrative

Distinction

The reasons customers choose you, and keep choosing you.

Differentiation · Competitive positioning · Organizational storytelling · Ongoing reputation building

Who we work with

Founders, owners, and executive teams.

We work with founders, owners, executive directors, and C-suite leaders — at startups, mission-driven and high-growth organizations, and PE-backed companies — to build the reputation their mission depends on.

Usually at an inflection point: a launch, a turnaround, a rebrand, or a moment that matters too much to get wrong.

Meet your counsel

Where every engagement begins

"What are you trying to earn?"

Every engagement starts with a conversation. Tell us what you're working to build, and we'll help you earn it.

Start the conversation hello@earned.group